Be the Chef

NOT THE MENU.

Author

Michele Kasl
September 29, 2025

"If you confuse, you lose."

Donald Miller


Ever ordered pizza for a large group?

“So … what does everyone want?” …

You quickly regret asking.

“Extra mushrooms, no cheese on half.”
“Something gluten-free. And no sauce.”
“No onions. Or olives. Or meat.”
“Just cheese is fine. But can it be on thin crust?”

Suddenly you're navigating dietary restrictions, strong opinions, and an heated debate over whether pineapple belongs on pizza.

[ It doesn’t, FWIW. 😝 ]

You stare blankly at the menu trying to cobble something together that meets every request and doesn’t bankrupt you in the process.

Then you quit … send everyone home … and heat up leftovers. [ Heh. ]

***

THAT is what people feel when they visit websites in 2025.

Utter frustration and overwhelming decision fatigue.

Because most websites still read like a carry-out menu. An endless list of “choose your own adventure” things your business does.

But when someone’s hungry — really hungry — they don’t want to agonize over toppings, price lists, or menu items.

They want YOU to be the chef and feed them. With confidence.

***

So why do smart businesses still have bloated pages of say-nothing services?

It feels logical: they’re afraid of missed opportunities.

But here’s the reality. If prospects have to spend their valuable time figuring out how to work with you … they flat-out won’t. They’ll choose someone else.

So instead of offering a buffet of choices, get crystal clear on three things:

  1. Highlight the problem you solve BEST. 
    Not a list of every possible thing you can do.

  2. Own the promise.
    What transformation can someone count on, every time?

  3. Show the path. 
    Don’t make prospects search for a solution. Lead them with authority.

That’s brand positioning at its finest. Clear, focused, and trust-building.

Now more than ever, prospects are starving for clarity.

Be the one who serves it up.

***

♟️YOUR MOVE: 

If you lost a recent deal and thought, “They should’ve picked us,” your website might be the reason. I just opened up a few spots for our Brand Credibility Audit — a paid deep-dive for consultants tired of looking smaller than they are. Reply “Audit” if you want the details.

From Construction to Expert Copywriter


Think daily emails don’t work anymore? … Think again.

Kevin Hood went from pouring concrete to writing high-converting email copy for 6- and 7-figure brands. In this candid interview, he breaks down exactly how he did it, including:

  • His “Heaven and Hell Gap” framework

  • What to do when your campaign bombs

  • How to write emails people actually want to read

  • One mindset shift to start landing clients — fast

If your email marketing needs CPR, this is the reset you need.

PS: On Wednesday, I’ll be sharing Kevin’s interview of ME 😬. He’s also dropping a free gift exclusively for Monday Mantra readers. Don’t miss it!

Victory Points

By: Mike Shary
My board-game-loving, copywriter extraordinaire and mentor, Dad ❤️

 
In Skyrise, (#affiliate) you and up to three other visionaries compete to shape a floating metropolis.

But great cities aren’t built in a day.

Skyrise rewards the patient architect who plants advantages early and lets them grow, investing in the right places before the endgame arrives.

Your city rises through a spatial auction. A turn begins when one player places a numbered building on the central island or next to an existing one. Around the table, rivals must choose: outbid with a higher number in an adjacent neighborhood, or pass and sit out the auction. The winner then flips their building to construct it.

Simple to say. Tense to do.

Why bid here, not there? Because locations yield lasting benefits. Colored discs boost your scoring. Patron discs reveal secret goals. And Commission discs power your endgame. Every early pick is a decision that pays off later.

In the second half, your “Wonder” building flips the script. Place it to trigger its effect immediately. But use it wisely because you only get one shot.

Skyrise is strategy by subtraction. You must commit to a single, clear path to emerge victorious.

Make it a great week! 🙌

Ready for Expert Help?

15 minutes of quick, no-pressure clarity. I’ll pinpoint one thing holding your brand back, and how to fix it.

Best For: Founders who want actionable, expert insight.

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Best For: Business owners who want fast results, without DIY guesswork.

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The links in our “Victory Points” section are affiliate links, which means I earn a small commission if you decide to make a purchase.